Any belief can become a brand

Daniel M. Jackson

Chapter Chapter 13 in Sonic Branding, 2003, pp 80-85 from Palgrave Macmillan

Abstract: Abstract We have taken some wide-ranging views of brands, from people, to religions, through to McDonald’s. What we have shown is that anything that starts with a belief can become a brand. Well, actually we have not shown that at all. We have asserted brands require a positive emotional investment (PEI) and this needs a little more explanation because it is the ‘positive’ that determines which beliefs can become brands.

Keywords: Corporate Social Responsibility; Commercial Brand; Walk Away; Great Brand; Lottery Winner (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50326-7_14

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DOI: 10.1057/9780230503267_14

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